For those of us who love fashion and the retail environment, shopping is a no-brainer.

But for another segment of the population, simply stepping into a store can trigger a panic attack, making the holiday season — and its oversize crowds and lines — a time to dread rather than rejoice.

Although it’s natural to think of turning to a personal shopper to help tackle those Christmas gift lists, the pros say their bigger role is to serve as part therapist, part cheerleader to those who need hand-holding in all matters retail.

As far as shopping for holidays, "For people who don’t have a lot of time, they can benefit from having somebody run around and stand in lines for them," said stylist/personal shopper Tiare Thomas. "They can tell me, ‘I have X number of kids. These are their ages. My wife likes this; can you make some suggestions?’ If you know what you want, I can pick up the items, wrap and deliver them. I’m your fashionable Santa’s helper."

Having someone to brave traffic and manage shopping chores can eliminate some of the stress of the holidays, giving people more time to enjoy spending time with family and friends.

More often, she is called in by men and women for makeovers or to serve as a shopping companion to the indecisive, or to offer a second opinion. Men who are sensitive to wives or moms who seek a change or pick-me-up often give them a gift of a shopping date with her to help them choose new outfits. Thomas’ rate is $50 per hour, with a minimum of three hours.

Pualana Lemelle, who’s been a stylist/personal shopper for four years, said that in her experience, "People are busy, but they’re not so busy that they can’t buy their own gifts."

This time of year, she’s more likely to be helping her clients get dressed for the holidays or to greet the new year with a new look.

"I see people paralyzed by the idea of shopping. They don’t know where to start, they don’t know what they need," she said. "Usually they’ve gone through a life change. Maybe they’re a new mom, or they’re older and need to learn how to dress their new body. Maybe they’re starting a new job and want to learn how to dress for the office."

Lemelle, who charges $75 per hour, said she starts by examining her clients’ closets as a gauge of their style and what they need.

"I listen to what they have to say. Many people are fashionable, but they buy the wrong types of fashion for their body types. There’s nothing like wearing age-inappropriate clothes to look old-lady."

She said junior stores and teen departments don’t have to be taboo to adults, but shoppers must pay attention to fabric choices, which can look cheap, as well as vivid colors that may clash with skin tones.

"Unfortunately, people judge you before they get to know you," Lemelle said. "The way to combat negative experiences is to avoid inappropriate clothing and just take your wardrobe up a notch so when people are talking to you, they’re not distracted by ill-fitting clothes."

The wardrobe need not be expensive. She will be hosting a "Style Exchange" event Saturday at R/D in Kaka­ako, offering clothing and accessories at $50 or less, as well as answering any style questions. Lemelle said she often takes clients shopping at discount stores, where they can pick up stylish basics, and fun pieces to suit clients at opposite ends of the spectrum.

"There are a lot of people who are attracted to sparkly things, but they don’t have many daily outfits. Then there are those who don’t have anything fun. I go into their closets and make outfits, and I create a fashion lookbook for them so they’re able to see what they have.

"What I teach is confidence in what they’re wearing, and finding little ways to inject their personality into their wardrobe."

Lemelle, who grew up in Hawaii and returned this summer, honed her skills in Portland, Ore., where she was hired as a stylist in the Nordstrom Personal Stylists program, which also offers free services to shoppers in the Hawaii store.

Nordstrom stylist manager Nani Mahoe said all the store’s sales staff can serve as personal shoppers, but when they feel someone needs extra help, they’ll notify her department.

If you ever want to know how the other half lives, calling on Mahoe can make you feel like a celebrity. Her staff of 16 have sold suits and gowns and altered them to fit when out-of-towners have arrived missing their luggage, or repaired gowns after people have suffered from garment malfunctions en route to an event. Typically, alterations require two days.

"In an emergency we are all on board," she said.

For holidays, a husband will often get a gift card and an appointment with a personal stylist allowing his wife to get something she wants.

Corporate clients might pre­sent them with a wish list, approximate budget and an idea of what they want, which is often gender-neutral and something for the home.

"For some people it’s daunting to go through an entire store. We anticipate needs. We can set up a room with merchandise so they can walk in and pick out what they like."

Once items are selected, they can be wrapped and shipped free in five to eight days anywhere in the United States, a service offered to all Nordstrom shoppers. There is a fee for expedited shipping.

Or a stylist can accompany a shopper on the sales floor. Most shopping excursions last about three hours, but Mahoe said some people have started at 10 a.m. and left at 4 p.m., devoting nearly a full workday to their task.

"Lots of time, people come to us because they have personal body issues that need to be addressed. We see the transformations in the dressing rooms, and walking out, they say, ‘I can’t believe this is the new me.’ That’s the magic," Mahoe said.

"You really have to have the heart to do this. You have to be empathetic. Often it’s not about what’s said, but the silence."